Marketing Research: an applied approach - Softcover

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Dr Naresh K. Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.

Dr David F. Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.

Peter Willsis the Chairman of Snap Surveys who are based in the UK and the USA. He is an Honorary Fellow at the University of Winchester and the Chairman of the Association for Survey Computing, the world’s leading society for the advancement of knowledge in software and technology for research surveys and statistics.

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Working as a marketing researcher is an intellectually stimulating, engaging and creative occupation. Malhotra and Birks have long been regarded as offering the most applied, comprehensive and authoritative commentary on European Marketing Research, helping students to build a clear understanding of how to:

• diagnose and direct research questions that will support marketing decision making,
• appreciate what excellent research design means,
• utilise data collection techniques; qualitative and quantitative methods and forms of analysis,
• manage the ethical dilemmas and social and cultural issues faced by researchers in today’s global, online world,
• integrate new developments in social media research with traditional marketing research methods.

Marketing Research offers clear explanation and discussion of concepts, a wealth of European and international case material and provides both student versions of SNAP and NVivo software, video cases and many other enhanced online resources, on the book’s companion website at www.pearsoned.co.uk/malhotra_euro.

This fourth edition addresses the challenges and opportunities faced by the marketing research profession from digital and social media developments. It illustrates how researchers are changing existing research techniques and developing new techniques. Detailed insight into these issues has been supported with the addition of a new co-author, Peter Wills.

Suitable for use at the undergraduate, postgraduate and MBA levels, this highly successful European textbook is an essential part of your future success in Marketing Research.

Dr Naresh K. Malhotra is Professor Emeritus, College of Management, Georgia Institute of Technology, USA. He has consulted for business, nonprofit and government organisations across the globe. In 2011 he received the Best Professor in Marketing Management, Asia Best B-School Award.

Dr David F. Birks is a Professor of Marketing at Winchester Business School, the University of Winchester, England. He teaches quantitative and qualitative marketing research and leads developments across the University in digital marketing research.

Peter Wills is the Chairman of Snap Surveys who are based in the UK and the USA. He is an Honorary Fellow at the University of Winchester and the Chairman of the Association for Survey Computing, the world’s leading society for the advancement of knowledge in software and technology for research surveys and statistics.